GenNext Report: Insights into Young Adults (19-24) - Understanding and Connecting with South Africa's Youth

Build Resonance With the South African Youth Market

The GenNext report for Young Adults, aged 19-24, provides an in-depth exploration of the driving factors behind the behavior of 1,294 young individuals and offers insights into how brands can improve their connection and understanding of this specific youth demographic. Their research, employing a two-survey and three-phased methodology, involved the active participation of over 15,000 young South Africans residing in 8 out of the 9 provinces.

For Young Adults not enrolled in tertiary institutions, the report includes an online Brand Preference survey and a Youth Behavior survey.

Those enrolled in educational institutions have the opportunity to complete the surveys at their respective schools. In 2023, the Sunday Times GenNext movement marks its 19th year of delivering insights into youth brand preferences and behaviors. Recognizing the considerable interest from various organizations seeking to engage with young South Africans, the report extends its scope to address potential implications for private, public, and non-profit entities, offering a detailed perspective on both the national and provincial levels.

Additionally, the report incorporates a trend analysis that tracks the evolution of youth behavior over the past three years, spanning from 2021 to 2023.